Gree Electric Appliances
Product Number：
EN_2016ZLGL_2534
Page Views：
733
CaseName：
Gree Electric Appliances
Authors：
Zhu Chunling
Author Affiliation：
Renmin University of China
Enterprise/Organization：
GREE GROUP
Industry：
Manufacturing
Discipline：
Strategy、Entrepreneurship & Innovation
Scale：
Large
Language：
English
Type of Case：
Descriptive Case
KeyWords：
Innovation Strategy; Gree Electric Appliances; Profit Balance
Abstract：
This case explored Gree’s branding process through manufacturing top quality products, specializing in air-conditioner business and innovative sales modes in 25 years. After introducing the background information of Gree, this research elaborated the innovation strategy system of Gree, which aims at strengthening the R&D system and improving customer service. The impact of innovation strategy on brand-building and brand value is also investigated. In a homogeneous market, product quality and brand awareness created different market needs. Further, we summarize the main measures adopted by Gree to balance the high R&D investment and profit maximization. Based on the Gree practice, this research tried to inspire students to comprehend the crucial role of innovation strategy in maintaining business vitality.
Intended Audience：
EE,MBA,EMBA
Data Source：
Primary
Publication Date：
2015
Revision Date：
2016
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